Just as a fresh face of makeup can boost a person’s confidence, the right beauty creators can help brands boost their marketing efforts.
These creators have spent years building genuine connections with their fans, growing loyal fan bases, and perfecting their looks.
And by building a relationship with them, your brand can leverage their clout to increase brand awareness, strengthen your community, and supercharge sales.
A beauty influencer is a content creator who shares tutorials, reviews, tips, and/or advice about skin care, hair care, nails, and makeup. There are a ton of beauty influencers out there, so many choose a specific niche to focus on so they can stand out. These can include:
#GRWM videos take viewers behind the scenes as a creator preps their skin, applies their makeup, and prepares for whatever the day ahead holds. Some creators take a teaching approach and describe what they’re doing and why they’re doing it, while others will talk about what they have planned or just their life in general, making them feel like close friends.
Brands can send products to creators to have them featured in #GRWM videos, which allows users to see both the application of the product and how it looks among a full face of makeup.
One main cause on the minds of millennials and Gen Zers: Sustainability. They want to do better for the planet and preserve its beauty as much as possible. That’s why ethical and clean makeup is becoming a priority.
Brands can partner with creators to authentically showcase their efforts to reduce waste and use better ingredients.
Makeup creators have lately been pulling out their cameras to film videos in which they only use one cosmetics brand for their entire face. While some take a luxury approach and do full faces of Dior, others get a little wacky and use children’s makeup.
The full face of makeup videos are exceptional ways for brands to really showcase their entire line of products.
While makeup artists have been creating bold and vibrant looks for years, many credit the show Euphoria with making it feel more accessible to the average person. Rainbow eyeliners, neon lipsticks, and rhinestones glued to the face are just a few examples of how creators are participating in this trend.
Brands selling highly pigmented products, bold lashes, and even craft supplies like pearls and rhinestones can partner with creators to reach new audiences.
For those who don’t want to don rainbow colors for work or errands, everyday, natural-looking makeup tutorials show them how to look polished and put together, no matter what they have planned.
Consider partnering with creators to showcase natural or nude makeup products you sell or even skincare for those who prefer to go a bit more fresh-faced.
While the most obvious answer would be skincare, makeup, haircare, and nail care brands, in reality, many verticals can partner with beauty influencers.
Supplement and health brands can partner with influencers to showcase how their products can promote healthy skin. On another note, home goods brands can work with creators to highlight how organization supplies help keep their palettes, lipsticks, and brushes neat and orderly.
The possibilities for working with beauty influencers are truly endless.
Searching hashtags is one of the best ways to find new beauty influencers for your brand. Here are some to get you started:
Once you find some creators you like, see who they’re following. You can also let the social media platform do the work. When you follow a creator on Instagram or TikTok, the app will recommend similar creators under a “Suggested” section.
Ask friends, family, and coworkers which beauty creators they love to follow. Or, if you have strong creators in your program already, reach out and ask them if they have any recommendations. Often, they can suggest fellow creators they know will work hard and deliver excellent results for your brand.
Blume, a company setting out to create a new standard for skin, body, and period care, partners with influencers to showcase the benefits of their skin products. They also repurpose creator content on their own social channels. One of their main goals is to ensure that they are inclusive in their efforts and partner with a diverse range of people with various skin types.
“So I think it takes a lot of time. Our influencer marketing team spends a lot of time sourcing creators and making sure that they have an engaged audience and that what they represent and what they stand for is in line with Blume.” — Bunny Ghatrora, Co-Founder and COO of Blume
@wendyskin #ad It’s true y’all! @firstaidbeauty created their new Ingrown Hair Pads because of this viral video 🤭😆❤️ #FABInsider ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey
First Aid Beauty partners with creators across the spectrum, from nano to mega, and works with creators like Mikayla Nogueira, Amanda Diaz, and Sarah Novio. Their creators typically discuss the ingredients in the skincare products that make them special and then show a before and after. Whether First Aid Beauty is partnering with a makeup influencer to showcase how effective its makeup remover is or a skincare influencer to highlight how its products can help you get healthy skin, they’ve got a solid strategy to build brand awareness and drive conversions.
BoxyCharm is a subscription service that sends people 5-6 beauty products a month, and they partner with creators to drum up interest, showcase the month’s products, and develop tutorials for users to follow. They also repurpose creator content throughout their marketing mix to increase the value of their partnerships.
@ashleyquiroz_ AD Let me know which items you picked up and saved big on at the @CVS Beauty Epic Beauty Event! ❤️ #CVSBeauty ♬ Jupiter & Mars – ARDN
Ashley Quiroz is a macro influencer from Arizona who frequently shares ‘get ready with me’ content, drugstore makeup reviews, beauty hacks, and more.
@dajjrambo 1” Barrel Curl Tutorial ➰ The girls have been asking I hope this helps!! 🏾☺️ #hairtutorial #barrelcurls #hairroutine #hairtok ♬ original sound – Stefano
Dasia Janae is a macro influencer and the self-proclaimed “Hair and Makeup Girl.” In addition to beauty tutorials, Dasia posts content showing her outfit of the day and highlighting her family and travels.
@ellieaddis no the glee cast were not in my top 5 artists where on earth did you hear that rumour ?😕 #SpotifyWrapped ♬ original sound – rob
Ellie Addis doesn’t just “do makeup”; she paints pictures of flowers and paw prints on her face. She’s not afraid to use sparkly lime green colors against mesmerizing pink hair. According to Cosmopolitan, “It’s impossible to watch one of Ellie’s videos and not want to wear all the colourful makeup at once.”
Check out more of Ellie’s bright looks on Instagram.
Joan Kru is a macro influencer famous for her makeup transformations into characters, whether it be Barbie, Poison Ivy, or Chucky. She typically lip syncs to dialogue while creating her pop culture content, further bringing the character to life.
Find more of Joan’s impersonations on Instagram.
NARS light reflecting foundation 🤝 REFY duo brush. a moment of silence for the SWIRL♬ original sound – ojccccc
Monet McMichael is a 22-year-old mega influencer who posts a combination of #GRWM content, product recommendations, and skincare tips. She’s also earned a Silver Creator Award from YouTube due to her high follower count and loyal fan base.
@daniellemarcan these are the new Rouge Dior Forever. they’re no transfer bullet lipstick. like no. transfer. at. all 🖤 #ad @dior Beauty #DiorBeautyLovers #FOREVERROUGE #DiorMakeup #beauty ♬ original sound – DANIELLE
Danielle Marcan is a marketing student, but perhaps she could teach her professors a thing or two about social media engagement. With 3.2 million followers on TikTok and over a million fans on Instagram, Danielle delights audiences with various makeup styles.
Marcan is exceptionally skilled at comparing whole glam looks with a natural glow. She loves to collaborate with other influencers on new beauty experiments.
@kevikodra I know it looks scary but i promise it works #fyp #makeup #makeupartist #makeuptutorial #beauty #beautyhacks #concealer ♬ Elevator Music – Bohoman
Kevin Kodra is a 22-year-old makeup artist and macro creator in Toronto. Kevin went viral in 2018 for his glammed-up graduation photo, and now he focuses on educating people on how to look their best. In an interview with Paper Magazine, Kevin said, “My favorite part about beauty on TikTok is that we’ve finally gone back to teaching and educating like the good old days. I missed the feeling of sitting down and genuinely learning how to do makeup in a new way.”
You can also catch his latest advice on Instagram.
@emmycombss Find your shape of brows based on the shape of your face @lorealparisusa #LOrealParisPartner #BrowDefiner #browsbyfaceshape ♬ original sound – Emmy Combs
Emmy Combs is a professional makeup artist, hair stylist, and mega influencer. She has alopecia universalis, and she frequently talks about her experience with the condition. She’s accrued a large group of loyal followers over the years by posting relatable content, and she’s worked with brands like L’Oréal Paris, Benefit Cosmetics, and Urban Decay.
@samtalu Replying to @k8thegreat8888 I hate that I love it, looks so good 😭#fyp #foryou #makeup #grwm ♬ Calm Down – Rema & Selena Gomez
Sam Talu is a mega influencer from Ontario who posts everything from drunk #GRWM videos to comedic looks into her life. Sam is also a member of the 2022 Sephora Squad, a group of 55 “inspiring artists, storytellers, and beauty enthusiasts with a diverse range of interests, points of view, and followers.”
Check out more of Sam’s makeup content on Instagram.
This is my fav look ever and i dont think it got the attention it deserved last time♬ original sound – ruthie
Ruthie is a 19-year-old mega influencer who regularly shares videos where she transforms herself into brand mascots, cartoon characters, and more. Her artistry is unparalleled, even if it’s a bit frightening at times. You can also find Ruthie on YouTube.
@jmirame no need to break the bank for some nice brows 😗❤️ #drugstore #makeup #brows #cheap ♬ Super Freaky Girl – Nicki Minaj
Jose Miranda is a macro influencer providing reviews of drugstore and affordable makeup. In the past, he’s partnered with brands like hanni, INNBEAUTY PROJECT, and Miss A.
@_aishanuuur Korean sunscreens are elite #koreanskincare #koreanskincareproducts #koreansunscreen #greenscreen ♬ original sound – Immediato Interiors 🤎
Aisha Nur is a macro creator and Korean skincare enthusiast. She often showcases her skin routine, her picks when it comes to products, and recommendations when it comes to specific skin concerns.
You can also learn how to get the best skin of your life with Aisha on Instagram.
@palgravebeauty Halloween is coming #halloween #makeup #pumpkin ♬ Halloween is coming – Paigemariemakeup
Ryan Palgrave is a micro creator who frequently posts #GRWM videos where he showcases what kind of makeup he wears to different activities, like paddleboarding or going to the carnival. He’s not afraid of a bold eyeshadow look, and he’s partnered with brands like Skin Proud.
You can also discover Ryan’s latest looks on Instagram.
@raquelquinoness Replying to @avivian8_23 ♬ original sound – sp3dupsounds0
Raquel Quinones is a micro influencer who focuses on educating her followers on how to do their makeup and hair. In the past, she’s partnered with brands like Moira Cosmetics and r.e.m. beauty.
@judy.lim Can’t wait for you guys to see how Teresa’s makeup and hair will turn out for her wedding day! I think we nailed her request for a glowy, bronze soft glam look. #torontomakeupartist #weddingmakeupartist #bridalmakeup @charlottetilbury @makeupbymario @nyxcosmetics @rarebeauty @tartecosmetics @fentybeauty ♬ Skate – Trees and Lucy
Judy Lim is a bridal makeup artist and hair stylist in Canada. She often showcases her bridal looks and introduces her clients in her videos, adding a nice personal touch. When she’s not posting wedding content, she’s sharing #GRWM posts and tutorials.
You can also find Judy’s latest content on Instagram.
Giovanna Ferri is a micro creator known for her graphic eye looks that are almost as bright as her bubbly personality. She frequently posts about tutorials featuring Glisten Beauty, for whom she’s an affiliate.
You can also find Giovanna’s tutorials on YouTube.
Christen Dominique is a mega influencer and the founder of Dominique Cosmetics. She frequently posts makeup and hair tutorials, and when she’s not sharing her latest makeup look, she’s showcasing her amazing sense of style with #OOTD posts.
Chandni is an Indian beauty influencer located in Seattle who’s passionate about clothes, home decor, and travel. Her most popular posts focus on skin care and henna art. In the past, she’s partnered with brands like Soleil Toujours and Bella Barnett.
You can also check out Chandni’s content on YouTube.
Divya, perhaps better known by her handle of @ohmyglow, is a macro influencer and makeup artist. She frequently posts beauty and hair tutorials, and she’s worked with brands like Lakmé.
Discover Divya’s latest tutorials on YouTube.
Mei Pang is a mega creator in Toronto, and she is known for her vibrant makeup looks and fun tutorials using unconventional materials. In an interview with Buzzfeed, Mei said,” So it’s been an absolute pleasure to put myself out there and to show people that, you know, you can look like this whilst, like, living in suburban Canada. And you can have a cat and have a shaved head; you can just live your life and be happy, and be at home.”
You can also find Mei’s latest graphic looks on YouTube.
Kat Salcedo is a 24-year-old makeup enthusiast and macro influencer. Her go-to content is tutorials for achieving beautiful everyday makeup looks, and she’s partnered with brands like Araceli Beauty and NYX Cosmetics.
You can also check out her latest tutorials on TikTok.
Geena Hunt is a macro creator and makeup enthusiast who frequently share #GRWM videos and makeup tutorials. In the past, she’s worked with brands including Sephora, Hourglass Cosmetics, and Hydrafacial.
Crystal Nicole is an Austin-based macro creator sharing beauty, fashion, and lifestyle content. She was a member of the 2021 Sephora Squad, and she frequently talks about her natural hair and teaches people about taking care of their own.
Annie, also known by her handle as @youglowgrrl, is a macro creator and self-described “friendly neighbourhood beauty fanatic.” She shares everyday looks, and she’s worked with several brands, including Face Halo, Fresh, Rare Beauty, and Estée Lauder.
You can also find Annie on TikTok.
Aoife Cullen is an editorial makeup artist and a macro influencer focusing on “futuristic beauty.” She shares tutorials aimed at beginners and pros alike, and she never shies away from a bold color choice.
SJ is a micro influencer from Quebec City whose goal is to “teach you to create effortless makeup looks that are never boring and end with glowy skin.” Her content is easily digestible, and she’s worked with brands like Saie and SHISEIDO.
You can also find SJ on TikTok.
Nicole da Costa is a micro influencer and makeup artist who isn’t afraid to try bold looks like striped lipstick or rhinestone accents on her eyes. Her focus lies in artistically photographing her makeup rather than tutorials, and she’s always certain to showcase a product in a stunning way.
You can also check out Nicole’s latest looks on TikTok.
Priscilla, also known as @prissyjnails, is a micro influencer in South LA who showcases the nails she does for her clients. Whether it’s a simple design in a natural color palette or bright blue flames, Priscilla is making nail dreams into reality.
You can find more of Priscilla’s nail art on TikTok.
Danessa Myricks is a macro influencer, photographer, makeup artist, educator, and the founder and CEO of Danessa Myricks Beauty. Her personal goal is to reimagine beauty with multipurpose products for all.
Lala is a micro influencer from The Netherlands who is here to help her viewers achieve healthy wavy and curly hair. She shares her hair routine, product recommendations, and tutorials and works to create a safe space for her fans.
Eyeshadow and nail artist Shannon Harris is among the most versatile beauty influencers. From blow-dry hair brushes to butt-lifting underwear, Shannon is delighted to test any product and offer straightforward advice to viewers. She also enjoys live streaming her gaming on Twitch.
Better known by her handle of NikkieTutorials, Nikkie is one of the best-known makeup influencers in the creator economy. She’s worked with several celebrities to make special content, including Adele, Jade Thirlwall, and GottMik, and her content is always fun and educational.
Huda Kattan is a mega influencer, the founder of Huda Beauty, and an avid NFT collector. In an interview with CNBC Make It, she said, “When people go through situations where it’s a little rough, they want to quickly Band-Aid it and go back to where they’re comfortable. It’s really important to lean into that discomfort and see what is there and pursue something that you never thought you can pursue.”
Wayne Goss is a makeup artist and beauty product tester who offers helpful tutorials for men and women alike. Also a brand ambassador for Beautylish, he designed his own exclusive line of makeup brushes because he “believes that everyone should have access to top-quality tools.”
Michelle Phan is one of the co-founders of Ipsy and the current owner of Em Cosmetics. Michelle maintains her brand with surprising authenticity on YouTube and Instagram despite her corporate success.
Atarah Mayhew is a mega influencer who brings her bold personality and willingness to try anything to her makeup videos, which often leads to a face of rainbow makeup after she lets TikTok filters choose what she should do.
Abby Roberts is both a makeup artist and a shrewd investor. She quickly surged to 17 million followers on TikTok and currently dabbles in real estate and bitcoin. Business Insider recently dubbed her a genius marketing strategist with a “global beauty empire.” She’s also chasing her dreams of being a performer, sharing her songs with the world.
Mindy McKnight is a mega influencer and “teacher of all hair tutorials.” She’s famous for her 5-minute hairstyles, and in addition to her stunning hair content, she also shares details about her family life.
Fiona Frills is a macro influencer and the founder and CEO of Frilliance, a makeup and skincare brand for teens. In an interview with BYRDIE, she said, “I fell in love with being on camera at a very young age … One day, I decided I would record videos on my Macbook. I had a lot of fun, and being on camera made me feel like myself.”
Christxiee is a macro influencer who shares a variety of makeup-based content, including #GRWM videos, makeup reviews, and tutorials. In the past, she’s worked with brands like ONE/SIZE.
Taylor Wynn is a macro influencer who likes “makeup, traveling, eating burritos, and helping people embrace the skin they’re in.” She dealt with a lot of acne growing up and is now passionate about helping people find products that can help them with their own skin concerns.
Deepica Mutyala is a macro influencer in LA who, after finding success as a beauty vlogger, decided to create an online community called Live Tinted, which eventually evolved into a makeup brand.
Sylvia Gani is a mega influencer, makeup lover, and fashion enthusiast. She posts everything from makeup and other product reviews to clothing hacks, viral trends, and more.
Alexandra Anele is an artist turned makeup artist. She pulls her inspiration and techniques from her experience in oil painting, sculpture, and figure drawing, leading to some pretty stunning results.
Evie, better known by her username of LongHairPrettyNails, is a mega influencer and self-taught nail enthusiast. She films everything from nail product reviews to tutorials, and she’s even created Patty Gel, her own brand of polygel.
Level up your marketing strategy and find absolutely gorgeous results by partnering with beauty influencers and harnessing their skill for connecting with their audience, promoting products, and making everything a work of art.
Ready to learn more? See how beauty brands (and companies in other verticals) are running their influencer marketing programs with The Industry-Specific Approach to Influencer Marketing ebook.
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